Saw a new (to me, at least) kydex holster maker set up at the Indy 1500 this past weekend: ZB Kydex. With very few exceptions, these guys' fun show setups tend to be as indistinguishable as peas in a pod, but these guys had a nicely laid-out table and one of the cleverest marketing gimmicks I've seen in a while. They had two holsters out front: a black one that is presumably a representative example of their product lineup and, right next to it, a blaze orange one with "Why choose us?" written on it in Sharpie.
The orange holster, of course, represented the "generic" kydex holster, and one of the dudes would carefully point out the shortcomings of the orange "Brand X" vis a vis their exemplar next to it. It was a smart, polite, and informative demonstration. I picked up a business card and may buy something to try out if they're at the next show because yay entrepreneurship!